This Candy Is My Secret Weapon for Better Product Thinking

Not just a project—a living CPG CX case study. Invented, formulated, branded, launched, fulfilled. Over 100 five-star reviews (and counting).

Role

Product Design/Founder

Industry

Food & Beverage (CPG)

Duration

8 months to launch

Founder, Designer – DTC CPG Brand, Shopify - (5 minute read)

Danger Snacks™ | The Challenge

Think research and testing essential UX is intense? Try getting someone to put your prototype in their mouth.

Challenge
I was burning the midnight oil designing software and needed something to keep me alert … without more coffee.
I wanted a spicy snack that was portable, clean, and actually worked.
Nothing existed that hit the sweet spot between flavor, function, and format.

Founder, Designer – DTC CPG Brand, Shopify - (5 minute read)

Danger Snacks™ | The Challenge

Think research and testing essential UX is intense? Try getting someone to put your prototype in their mouth.

The Work

My Role
Everything. This is a solo project … from recipe to branding to fulfillment.

I handle:

Product formulation, sourcing & manufacturing
Customer research, testing, analytics
FDA & commercial kitchen compliance
Packaging design, marketing, & promotions
D2C UX, Shopify tuning, email flows
Customer service, fulfillment, & sponsorships

Customer Research & Rollout
I started with recipe experiments … tiny test batches shared with friends, colleagues, and fellow designers.
The feedback was consistent:

“This stuff wakes me up like nothing else.”

I honed the formula (organic-sugar, spicy/sweet with a hit of sea salt), and built the brand around what it does … not just how it tastes.

On the UX side, I treat Danger Snacks as a live case study in ecommerce optimization …
funnel tweaks, abandoned cart recovery, and landing page A/B tests.
Every click, review, and reorder is data.

Outcome + Why It Matters

Outcome

2,153 DTC orders (and counting)
119 five-star reviews
Hundreds of repeat customers
Used by truckers, students, athletes, and creatives
Customers say it keeps them alert, boosts their mood, and helps them stay focused

Why it Matters
Danger Snacks isn’t just a spicy candy … It’s a hands-on, always-evolving classroom in product design, customer psychology, and retention strategy.

It keeps me honest about what people want … and it sharpens how I manage creative teams, design, and build everything else.

Outcome + Why It Matters

Outcome

2,153 DTC orders (and counting)
119 five-star reviews
Hundreds of repeat customers
Used by truckers, students, athletes, and creatives
Customers say it keeps them alert, boosts their mood, and helps them stay focused

Why it Matters
Danger Snacks isn’t just a spicy candy … It’s a hands-on, always-evolving classroom in product design, customer psychology, and retention strategy.

It keeps me honest about what people want … and it sharpens how I manage creative teams, design, and build everything else.

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